“See The Signs” #ShareTheLoad

Agencies: BBDO Asia BBDO India


In its 8th year of getting men to share the load at home, Ariel, India’s leading detergent brand, decided to dig deeper.

While the divorce rate in India is only 1%, 65% of women feel an emotional distance from their spouse.

And 81% of women feel that unequal distribution of chores has affected their relationship over time.

To make men aware and act, Ariel launched See the signs of silent separation.

We triggered the conversation with a film that introduced a new term called ‘Silent Separation’.

Silent Separation –
The emotional distance that creeps into marriage
because of inequality at home.

When a father opens-up about his marriage, his sensitive and empathetic daughter is moved to tears.

She tells him that mom has been giving and giving for so long,
that maybe she has just given up.

This makes the father realize that he ended up taking his wife for granted.

He apologizes to his wife and commits to be an equal partner.

At the end of the film, Ariel urges men to see the signs and share the load.

The message got amplified by the immense coverage it received. Over 1100 publications covered the film across 45 countries.

Taking things a step further, we reached out to a group of untapped influencers – the house help.

A hundred house helps came together and unearthed the unspoken signs of silent separation they had witnessed.

And taking a cue from the film, we organised a mass re-proposal, where married men went down on one knee in front of washing machines and took a vow to be equal partners.

The brand’s commitment to the cause unlocked massive brand preference and consideration, and also had a positive influence on the society.

1.4 billion earned impressions
35% sales up
150 million views across platform
53% emotional equity

More than 90% of couples agree that doing chores together will improve their relationship.

Most importantly, when we began in 2015, 79% men believed that laundry is a woman’s job. That number is down to 26% today.

This professional campaign titled ' “See The Signs” #ShareTheLoad ' was published in India in April, 2023. It was created for the brand: Ariel, by ad agencies: BBDO Asia and BBDO India. This Digital and Film media campaign is related to the Household Products industry and contains 1 media asset. It was submitted about 1 year ago.


CEO: Suraja Kishore
Chairman and Chief Creative Officer: Josy Paul
Chief Creative Officer: Hemant Shringy
VP Planning: Naina Meattle
Executive Brand Strategist: Madhuboni Bhattacharya
Client Services Director: Omar Khan
Sr. Account Executive: Udisha Mishra
Account Executive: Anjali Jethani
Group Head - Copy: Harshil Shah
Executive Creative Director - Art: Sandeep Sawant
Sr. Creative Director- Art: Girish Wadisherla
Sr. Art Director: Rakesh Samal
Studio Head: Hitesh Shah
Graphic Designer: Anup Tondwalkar
Graphic Designer: Manoj Bankar

Chief Marketing Officer; VP &Business Head - Fabric Care: Sharat Verma
Brand Director: Ritanshu Kashyap
Leader-Brand Comms Fabric CareIndia: Shibani Shah
Sr. Brand Manager: Garima Singh

Film Director: Shimit Amin
Executive Producer: Suhana Sharma

St. Bonaventure...


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